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A practical guide to paid ads for orthopaedic surgeons and clinics in the UK, Australia and the USA: which platforms fit, which rules apply, and a simple 90-day plan.
By Ammar. .
The short version
Orthopaedic patients are often in pain and want a surgeon they can trust. Many are referred, but they also research online before they book, so ads must explain conditions and treatments clearly and lead to a page that builds trust.
What patients often search for
Run campaigns by condition (knee, hip, shoulder, spine) and by treatment.
Show surgeon experience and credentials clearly on the landing page.
Explain the path: assessment, imaging, non-surgical options, surgery and rehab.
Reach referrers such as GPs and physiotherapists as well as patients. LinkedIn Ads can help.
The patient journey
Every step is a chance to earn trust or lose it. This is the path I plan around.
Move better, live better.
Clear fees. Quick replies. Private and secure.
Request a consultationNext appointments
Mon 9:00Tue 11:30Thu 2:00Illustration only. Not a real client page.
Blueprint
Start small, get the basics right, then grow. The order matters.
Pick the conditions and procedures you want to be known for, such as knee, hip, shoulder or sports injuries, and plan one campaign for each.
Check registration, advertising rules and how you may talk about outcomes. Keep every claim accurate and supported.
Use Google Ads for people searching a condition or a surgeon. Add Meta Ads for local reach. Use LinkedIn Ads to reach GPs, physiotherapists and sports clinics by job title.
Write ads in plain words and send them to condition pages with surgeon profiles, patient education, fees and what to expect.
Track consultation requests and calls by campaign, and give referrers a simple referral form so you can see where patients come from.
Review results every month, and keep sending useful updates to referrers and patients who agreed to hear from you.
Three markets
The patient journey looks similar everywhere. The rules, funding and search habits do not.
Many private patients are self-pay or use private medical insurance, and insurers may need to recognise the consultant. Patients also compare against NHS waiting times.
Consultants are registered with the GMC. Ads must be honest and evidence-based (CAP Code), and the GMC says marketing must not pressure patients. Be open about fees.
Google Ads for consultation requests, condition-led ads, insurer information, and ads for GP referrers.
Referral from a GP or physiotherapist is common. Patients ask about private health cover, out-of-pocket costs and waiting times.
Surgeons are regulated by AHPRA, so testimonials cannot be used in advertising, including on websites and social pages. Be careful with claims about outcomes and with before and after images.
Referrer-focused campaigns, cost information in ads, and condition-led Google Ads without testimonials.
Patients search by condition, location and insurance, and many are referred by primary care or sports medicine.
HIPAA applies to patient data and online forms. State medical boards and the FTC apply to advertising claims. Be careful with “best surgeon” claims and with outcome statistics, which must be accurate and supported.
Condition-led campaigns by location and insurance, call tracking and referral tracking.
General information, not legal advice. Rules change, and these points were checked on 23 October 2026. Always confirm with your regulator, professional body or lawyer before you advertise.
How I help
One specialist to plan the ads, run them and report on them, so you can focus on patients.
Work I have done
Open invitation
I am building real case studies for this industry and I do not invent results. If you run an orthopaedic practice, we can agree a clear plan and honest reporting. With your permission, we can later write up what worked and share it here.
First 90 days
This is a plan, not a promise. Timing depends on approvals, content and your team, and I never guarantee results.
Questions
Most patients research the condition first. Google Ads on condition and procedure searches, plain pages that explain what to expect, and strong referrer relationships bring the right enquiries.
In Australia, testimonials cannot be used in advertising regulated health services. In the UK and USA, claims about results must be honest, supported and not misleading, and patient privacy rules apply. I will check what fits your country.
Both matter. Referrers send trusted patients, and ads reach people who search for themselves. LinkedIn Ads can help you reach referrers too. I plan a balance based on your practice.
Google Ads usually comes first, because people search for a condition or a surgeon when they are ready to act. Meta Ads can add local reach. LinkedIn Ads can reach GPs and physiotherapists by job title.
Sources and notes
These links were checked on 23 October 2026. Some points, such as referral routes and funding, come from general knowledge of how each system works, so confirm them with the official body.
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